Tip Top shows its ‘Baked into Australia’ with new campaign
Tip Top is reinforcing itself as ‘fabric brand’ in Australia, highlighting the home-grown wheat and freshly made bread that are a staple in family pantries.
The campaign seeks to create an ‘authentic connection’ with consumers through the appealing visuals of the golden wheat fields and enticing sandwiches.
The campaign launches new brand platform ‘Baked Into Australia’, which was devised by BMF.
“When BMF presented the ‘Baked Into Australia’ platform, we knew it captured a brand truth capable of strengthening Tip Top’s positioning in Aussie hearts and minds,” said marketing manager Tracey Fox.
“This first execution shows an Australian wheat farm during harvest, its breathtaking scale reminiscent of the size of Tip Top, shown alongside the small family moments that matter most.”
Creative director, David Roberts, said: “Tip Top is essential to Australia’s most beloved and humble food traditions. This idea provides a creative platform about more than just products, it’s about all the ways Tip Top is ingrained into Australia.”
The campaign has launched across TV, cinema, digital and social.
Last year, Tip Top retained Carat as its media agency, continuing its 12-year relationship.
Credits
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Roberts
Art Director: Jane Tjokrowidjaja
Copywriter: Lisa Down
Chief Strategy Officer: Christina Aventi
Head of Planning: Sarah Hood
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Account Director: Victoria Venardos
Head of TV: Jenny Lee-Archer
Agency Producer: Esta Lau
Director: Stephen Carroll
Production Company: Revolver / Will O’Rourke
Production Producer: Sarah Nichols
Post Production: The Editors
Editor: Stu Morley
Sound Production: Otis
Music: Otis
DOP: Lachlan Milne
Photographer: Bantam Productions
Art Buyer: Basir Salleh
Retouching: Evie Hilliar and Rhiannon Jansma
